Are Millennials Really “Greener” than Boomers?

DDB delved into its Life Style Study (LSS) this Earth Day, for data about how concerned Americans are about protecting the environment, how much of an effort they make to recycle everything they possibly can, and how willing they are to choose the environment over their wallets or quality of life. The data also seeks to answer the question, “Are Millennials Really “Greener” than Boomers?”.Not so!

Protecting the environment is very important to a majority of Americans. While attitudinal concerns about the environment are high, reported “green” behavior levels lag. Most are not willing to choose the environment over their wallets or quality of life. Interestingly, Boomers are more likely to recycle, whereas Millennials are more likely to use refillable water bottles and own energy-efficient automobiles.

83% of American adults say that protecting the world’s ecosystems is important, 85% say that recycling is important

61% of American adults say they make a strong effort to recycle everything they possibly can

Most Americans are not willing to choose the environment over their wallets or quality of life:

43% would pay more for an environmentally safe version of a product

37% would be willing to accept a lower standard of living to conserve energy

Millennials vs. Boomers:

Boomers are significantly more likely than Millennials to:

Say they make a strong effort to recycle everything they possibly can (66% v. 53%)

Say they make a strong effort to separate the recyclables from the rest of the trash (64% v. 53%)

Say they make a strong effort to use reusable grocery bags as much as possible (54% v. 46%)

Millennials are significantly more likely than Boomers to:

Say they use a refillable water bottle when they drink water outside of the home (54% v. 46%)

Say they own a hybrid car (8% v. 4%) or electric car (7% v. 1%).

The DDB Life Style Study® is the nation’s longest running and largest longitudinal study of attitudes and behaviors. Conducted annually since 1975, the sample is balanced to the US Census on gender, age and race. This proprietary survey, with its 600+ questions, enables DDB to provide exceptional insight into American consumer attitudes and behaviors. The 2013 study was fielded among 6429 respondents during January 2013.